Finding music fans with Facebook Events

The music promotion and festival production company uses Facebook Events to develop a community of music fans for each of its concerts, resulting in 19% of all ticket sales coming directly from Facebook.

“Facebook Events allow an additional step in the marketing funnel, where fans can show interest beyond the brand and into the specific event. Because of that, we’re able to reach a highly targeted group of people who have pre-qualified themselves as interested in the Event. That’s something we can’t do with our Page.”

Rachel Puckett, Marketing Director, Huka Entertainment

Their Story

The destination for music fans

Huka Entertainment was founded in 2005 by two concert promoters in Mobile, Alabama. The production and promotion company now hosts a number of local concerts—everyone from ZZ Top to Nathaniel Rateliff & the Night Sweats—and destination music festivals across North America, including the Pemberton Music Festival in British Columbia and the Tortuga Music Festival in Ft. Lauderdale.

Their Goal

Reaching music lovers

Huka Entertainment wanted to cultivate a community of music lovers and reach all potential event attendees — something it was only able to do through Facebook Events.


Making friends with concert goers


Huka Entertainment creates a Facebook Event for each concert or music festival which includes information about the event and a link to purchase tickets in the Ticket URL field.


The event serves as a hub to communicate with attendees and creates new opportunities to directly drive engagement with customers. The company shares interactive content on the event, such as lineup announcements, updates and photos or videos from past events.


To optimize their ads budget, they use event-related audiences in Ads Manager to serve people who RSVPed as “Interested” in or “Going” to the event and create customized ads specific to the event.


After the event, Huka examines the impact of its event community using a Facebook Pixel on their ticketing website, and continues to retarget similar audiences through advertising. Facebook provides them with tools and insights to evaluate fan loyalty (repeat ticket buyers), word-of-mouth referrals (organic searches and unique website visitors), and community engagement (post reach, shares and comments).

Their success

Rocking referral traffic

Huka Entertainment’s strategy of using Facebook Events to foster a close-knit Facebook community for each of its music festival and concert attendees has achieved:


higher conversion rate from Facebook traffic, compared to other advertising campaigns off of Facebook


of referral traffic to ticket sales is from Facebook


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